NFL Belichick-In

Background

The infamous NFL Coach Bill Belichick of the New England Patriots was recently honored by the NFL Network which ran a documentary detailing his life and told this fantastic story of his rise to fame. We were approached to create an application through which his fans would be able to show their support for him.

The concept

They say imitation is the greatest form of flattery and for this reason, fans will 'check-in' to the application wearing the infamous Belichick hoodie (which he seemed to always be wearing no matter the time or place) and conducting themselves in his mannerisms.

How it works

People take pictures using their smartphones and tweet them directly to @nflnetwork with the tag #belichickin and get entered into the application.

Results

Over the course of the campaign, thousands of fans checked-in from their locations writing messages of support for the legendary coach while wearing his hoodies and holding prop clipboards while they fake yelling at their friends. The Bill Belichick documentary aired on the NFL Network in September 2011.